Purpose
The purpose of this study is to systematically review research on consumer xenocentrism (C-XEN), identify knowledge gaps, and provide fruitful avenues for future research.
Design/methodology/approach
A systematic review methodology was applied to a dataset of 42 publications drawn from the Scopus and Web of Science databases.
Findings
The findings provide a critical assessment of (1) construct definitions and theoretical underpinnings, (2) methodological aspects (i.e. data collection, geographical setting, product focus, sampling design, analytical methods), and (3) empirical evidence on C-XEN in different model specifications (i.e. as independent variable, dependent variable, mediator, moderator, control variable, simple covariate).
Originality/value
This study is the first to systematically review the literature on C-XEN. In doing so, it reveals substantive research gaps and derives promising avenues for further investigation. It also suggests methodological improvements to elevate the quality and impact of future empirical endeavors.
CORE (COnnecting REpositories)
CORE (COnnecting REpositories)